2005 Summer Heavy Up Campaign

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2 2005 Summer Heavy Up Campaign

3 OBJECTIVE To assure strong 2005 summer visitation

4 STRATEGIES Target Leisure Market to supplement potential loss in group business Target two new leisure feeder markets Establish an integrated campaign for targeted feeder markets Front load summer campaign to generate inquiry and visitation Target upscale markets

5 TACTICS Television/Cable Target Chicago and Orlando Markets with a June blitz campaign to upscale targets Target Florida Cable 4 to 1 ratio

6 TACTICS Newspaper: Target Chicago and Orlando to coincide with the June television Continue to use ads in travel sections to extend the campaign Target upscale neighborhoods

7 TACTICS E-blast Continue integrated marketing with in the Chicago and Orlando Target high-income and niche markets Customize E-blasts to these distinctive markets

8 TACTICS Niche marketing - Fishing Florida Fishing Pubs E-blast and Fishing website Cable Fishing shows

9 HEAVY UP CAMPAIGN Television $365,000 Newspaper South Florida $18,000 Newspaper Domestic NE/MW $23,000 Leisure E-Marketing $15,000 Niche Markets, Fishing $7,000 Total $450,000

10 CONCLUSION Taking a tested and proven brand to new markets that have historically demonstrated an interest in the Naples, Marco Island and Everglades area will have a significant positive impact on tourism this summer.

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12 Marketing & Advertising Campaign

13 INTRODUCTION Based on the success of the campaign to date, the recommendation is to maintain the course with minor enhancements.

14 OBJECTIVE Continue to increase brand awareness and drive visitation in both summer and shoulder seasons.

15 MARKETING STRATEGIES Continue to target core market of Miami/Ft Lauderdale, West Palm Reach out to new markets in Florida Continue to use TV as our core branding media Use print to support campaign and drive inquiries Market to various niche markets Put more emphasis on group business

16 MEDIA TACTICS Leisure Television - $510,000 Miami/Ft. Lauderdale/Palm Beach - Spot Buy Florida Cable Program Cable TV Per Inquiry Mid West Northeast Leisure Newspaper South Florida $49,000 Miami Herald Palm Beach Post Ft. Lauderdale Sun Sentinel Leisure Newspaper Domestic NE/MW $48,000 Newspaper Inserts out-of-state Newspaper inserts in state Valassis FSI FLA USA Out Of State newspaper

17 MEDIA TACTICS Leisure Consumer Magazines $24,000 Arthur Frommer s Budget Travel Summer Family Getaways Spirit Airlines Skylights AAA Going Places Southern Living Leisure Consumer Directories $18,000 FLAUSA Intl. Travel Planner FLA USA calendar FLAUSA Official FL Vacation

18 MEDIA TACTICS Leisure Direct Mail - $5,000 AMEX Direct Mail Leisure E-Marketing - $47,000 24/7 Vacations WeatherBug Special interest e-newsletter Marketing in feeder markets FLAUSA.com Leisure Niche Markets ECO - $19,000 Audubon/Corkscrew plus Lost Tribes Undiscovered Florida

19 MEDIA TACTICS Leisure Niche Markets-Golf $14,000 Play Florida Golf Co-op Golf pac Florida s Golf Coast Leisure Niche Market Senior $8,000 AARP Readers Digest

20 MEDIA TACTICS International Co-op $16,000 Premier Holidays Axium First Choice See America Leisure Travel Agent Directories - $7,000 FL Official Travel Industry Guide

21 MEDIA TACTICS MEDIA TACTICS Group Business Print - $60,000 Association Source Association Resource Business Week Florida Meetings FL Official Mtg. Planners Guide Plan Your Meetings Group Travel Leader Meetings South Convention South Group Tour Magazine Successful Meetings TOTAL BUDGET $900,000

22 CONCLUSION campaign will continue the branding summer campaign aimed at Southeast Florida. It will also begin the second year of targeting the Chicago and Orlando markets as well as a more aggressive campaign aimed at group business.

23 Fourth Percent Marketing Proposal

24 OBJECTIVE To expand visitation in the summer and fall seasons

25 MARKETING STRATEGIES Increase brand awareness in new feeder markets Develop an integrated marketing plan Reach out to new international markets Target new niche markets Target summer and fall seasons Aggressively pursue group business Target sporting events

26 MEDIA TACTICS Domestic Television Visit Florida/ Florida In-state P.I. TV Florida Spot Buys Orlando and Tampa Mid-West/Northeast Spot Buys New York and Chicago Visit Florida National Buy/Weather Channel

27 MEDIA TACTICS Domestic Newspaper In state target markets Orlando and Tampa Mid-west/Northeast feeder markets New York and Chicago

28 MEDIA TACTICS Domestic E-marketing In-state E-blasts Miami, West Palm, Orlando, Tampa, Ft. Lauderdale Mid-west/Northeast E-blasts New York, Chicago and others

29 MEDIA TACTICS Domestic Consumer Publications Remnant magazines In-state Mid-west/Northeast

30 MEDIA TACTICS Domestic Niche Marketing Special Interest publications/ web/cable Fishing campaign Cultural campaign Mature campaign Bridal/Honeymoon campaign Tennis campaign

31 MEDIA TACTICS International Markets UK/Germany/Netherlands Travel Trade publications Newspaper travel sections Direct Mail/E-blast Airline Partners

32 MEDIA TACTICS Group Business Target Corporate and Association Meeting Planners Consumer Trade publications: inserts/wraps E-blasts Timely and Targeted

33 MEDIA TACTICS Sports Marketing Soccer/Baseball/Tennis/Events Trade publications Direct Mail E-blasts

34 BUDGET: TV/Cable $750,000 Newspaper $50,000 Consumer Publications $75,000 E-Marketing $50,000 Niche Marketing $100,000 International $75,000 Group Marketing $100,000 Sports Marketing $50,000 Public Relations $50,000 Sales Marketing $50,000 Research $25,000 Production $25,000 Total $1,400,000

35 SUMMARY The Fourth percent provides a unique opportunity to reach new leisure, group and sports marketing prospects. The additional percent will insure strong visitation for summer, fall and shoulder season.